Alfa Romeo Giulia.

“Chiedi alla luce” - Ask the light

Client:

FCA / Alfa Romeo Giulia

Category:

TV COMMERCIALS

Sector:

Automotive

THE PROJECT

Beauty is in the eye of the beholder, the saying goes.
However, certain conditions and elements help to reveal an object’s inner beauty.
To tell the story of the Giulia’s innate balance, we began with a famous quote taken from Ovid’s Ars Amatoria, in which he says that to value a gem’s purity, you need to “ask the light” what it thinks about it.

We then elaborated upon the theme by running through the elements, asking them to judge the overall experience. The speech is combined with powerful images of the automobile in motion on a country road, interspersed with more direct references to the elements in the speech, adding a layer of suggestion to the overall effect.